Recruiting

RECRUITING is the primary responsibility of Brokers/ Managers!

However, like prospecting is to sales representatives, it is the activity most often avoided.
That being said let us not waste time and emotion attempting to change people into what they will never become. But rather, let us create systems which they will willingly and effectively put into practice.

I want to introduce you to my Online Recruiting System … RealSTAR

A PERSONAL PHILOSOPHY ABOUT RECRUITING

Over the past several years while developing and perfecting the RealSTAR Online Recruiting System as I have re-confirmed the tragic statistics of our industry. We have always seen the mega successful sales representatives walk across stages receiving well-earned and deserved recognition.

However, that is not the reality for most people in real estate who wallow in mediocrity and despair. If history will be any judge it will unfortunately continue be the reality for most people who are yet to be attracted to our industry.

The #1 and most demanding activity in real estate management is recruiting. The ONLY goal in recruiting is to uncover as many people as possible who are interested in joining our company. We do NOT need to spend time in the selection process. Why? We should only allow the essential process of the daily, weekly and monthly business building activities to decide if someone will be successful or not. If the recruit will put into practice the activities they are taught in training they will be successful. If not, they will fail. Let the process of what needs to be done weed them out and not allow some profile or interview to decide it for them. RealSTAR is ONLY about Recruiting NOT Selection. It is a psychologically robust profile which will satisfy that need for the recruit.

I have spent a lifetime dealing with this very issue. My doctoral thesis was entitled “Predicting the Potential Performance of Real Estate Agents”. This profile, called RESTPAC, became mandatory in Ontario for a few years. I actually had the audacity and naïveté back then to believe that I could develop a psychological test to highlight failure patterns or success patterns. It cannot be done! It will never be done! Why?

The anecdotal evidence of my 35 years in the business is that there has been more than a fair share of so-called perfect “10’s” who failed miserably but a not so small number of “4’s” who became great successes. The reason is now simple after these years. It is the process of doing or not doing the business building activities that will determine their success NOT a profile nor an interview.

This is exactly why every one of our 16 RealSTAR Sales Temperament Profiles describes in detail the strengths and weaknesses of the recruit as they relate to real estate sales. But, even more importantly, it also explicitly tells them that they have the potential for greatness IF and only IF they follow the wisdom, the direction, the philosophy and the training techniques provided by their manager and their company!

In the end, it is my opinion that the job of every manager, every owner and every recruiting director is to get as many people as possible to apply for the opportunity. Then the company must have the integrity and confidence to have all the essential systems in place that the ONLY way anyone will fail is to deliberately choose to not apply your training systems. It is sad that no matter what we do or what we provide most sales representatives will still wallow in mediocrity. What we must continue to do is to provide the opportunity to succeed. The failures will leave and then you work hard to keep the successes positively co-dependent on the manager/company … otherwise known as retention.

To put it simply, RealSTAR was created to solve the recruiting dilemma that every manager faces. There are no easy solutions but the major goal is to find ways to differentiate your company and your unique value proposition and to do so by all means possible.

Frankly, using the RealSTAR System provides a tremendous number of targeted promotional opportunities besides experienced sales representatives. You can target areas like local universities, community colleges, include it in ALL of your advertising and social media as well as ALL company/office letters and sending a promotion to the entire company database twice a year.

When I began the journey of creating this, my 3rd real estate recruiting profile, I was provoked into it by watching the amazing response eharmony.com was receiving, and continues to receive, as a result of their promotion of their FREE Personality Profile and the powerful psychological reward they offered to lure potential members. They focused on a very human quest. We are all intrigued about searching for the answers to these 2 questions.

1. Who am I?

2. Who can I become?

We have an insatiable appetite on the quest to know ourselves and to become the person we believe we were destined to be. It truly never ends!

When www.eHarmony.com was having such phenomenal success in a very competitive marketplace (22 million members and climbing to date). I intuitively knew that if I could create a similar “portal of entry” system for recruiting then brokers/managers would likewise succeed. That is what makes RealSTAR so unique.

READ THE FOLLOWING VERY CAREFULLY

eHarmony promised potential members that they would find “the love of your life” … deliberately focusing on what they were searching for.

Likewise, YOUR REAL ESTATE COMPANY/OFFICE should make the promise to every potential recruit of a “Better Life” and promise them that YOUR COMPANY will become “the Home of your Dreams” which is exactly what they want to hear. Promote and market this information consistently and constantly knowing with certainty that this is exactly what potential recruits are eager to hear.

Contact Info

About Dr. Cliff

After graduation I became a Professor of Business Administration at Wilfrid Laurier University, Waterloo, ON, Canada.

My PhD doctoral thesis would ultimately determine my lifelong career. The thesis was titled "Predicting the Potential Performance of Real Estate Salespeople." It eventually evolved into a psychological profile called RESTPAC and became a major instrument for predicting the potential performance of real estate sales agents.